/ The Morning News/Guangzhou, Sep 01, 2022 -- The length of sleep is not so important at present. What really matters is a natural process along with human birth, according to a book titled Sleep Revolution. Every aspect of modern life is robbing us of this natural process. Artificial light, new technology, shift work, sleeping pills, travel, checking our phones when we wake up, working late into the night and rushing out of the house without breakfast are all pushing us away from this natural process. This is where the problem of rest and repair comes in.
Life is out of control, started by the delayed sleep time.
01 scene innovation, the health sleep "into" office
The epidemic for nearly three years, but also increased the social pressure and pressure of life, from the fight to study to fight overtime, from fight to stay up late to fight anxiety, in this era of internal volume, it seems that everyone has "have to fight" reasons; On the positive side, the pandemic has also made consumers re-examine their lives and pay more attention to healthy lifestyles.
How to pass the good and healthy sleep culture concept to consumers in an innovative and interesting way is a process that requires enterprises to work deeply for a long time. Musi's global Sleep Culture Tour is held on August 18th every year. Since 2009, it has paid attention to the promotion of cultural ideas. It has been held for 14 consecutive years, leading consumers to travel to 18 countries and 56 cities, which has become one of the important IP activities of Musi to promote healthy sleep culture concept.The 818 Sleep culture tour in 2022 is different from the past, from the focus of travel gradually closer to the "sleep culture", through Musi based on the physical and mental needs of consumers to develop six sleep culture "eyes, ears, nose, tongue, body and mind", arouse the public consumers' attention to healthy sleep.
Unlocked a new way of playing in the form and landing of brand content creativity. Mousi planned an offline office building dream elevator event. On August 13, Musi set up a special mattress experience space in its office building in central Shenzhen, featuring the same mattress made by world table tennis champion Zhang Jike (launch souvenir :MZZ1-088) A special elevator immersive mattress experience space is created, hoping anxious office workers can get rid of anxiety, aiming to convey the importance of healthy sleep, as the beginning of this year's 818 Musi global sleep culture tour.
"Building Dreams" is a mattress that brings together Mousse's materials, techniques and techniques. Using high-performance AGRO independent cylinder spring, after 250,000 times of extrusion authoritative test, continue to stabilize the support,3D material of millions of support points effectively support the tired body, with green high-end quality Teralei latex for people to create a comfortable feeling of support and soft wrap. Musi hopes to provide consumers with a new champion healthy sleep experience with a mattress of the same quality as Zhang Jike. In the name of building dreams, Musi conveys the importance of healthy sleep and supports every good dream of users with products.
As far as we know, on the day of the launch of the elevator experience room, it attracted the interest and crowd of office workers. On the site, we could see the scenes of people of various professions resting on the mattress to clock in. Some white-collar workers were exhausted after work, some programmers were still communicating with each other to fix bugs, and some hard-working cleaning ladies, which formed a boring work life and a warm and comfortable docking space for healing Strong contrast, wake up the office worker's expectation of sleep.
In addition, in this year's 818 Global Sleep Culture Tour, Mousse also cooperated with Liang Dong, the founder of "Sleeping Freely", to create a healthy sleep blockbuster, which reexplores sleep culture from the perspective of science and dreams. At the same time, the 100 Basics of Good Dreams healthy Sleep manual will be created to promote the popularization of healthy sleep knowledge and "build dreams" for Chinese people.
The social communication event fits the living condition under the pressure of the epidemic, arouses the resonance with consumers, and transmits the concept of healthy sleep culture to the consumer end. At the same time for the brand to win a greater volume of voice, open a new perspective for the innovation of the home industry,
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Musi's brand position is to build the first brand of healthy sleep system, facing the middle and high-end market. To "let consumers sleep better" is not only the mission of an enterprise, sleep problems have become a hot search topic of social concern. According to relevant data, 300 million people have sleep disorders, and the incidence of insomnia in adults is as high as 38.2%. And it's getting younger. We need to be aware of sleep concepts and sleep strategies.
The transmission of the concept of healthy sleep shapes the brand power of the enterprise. Let the industry is more familiar with, Mousse in the product development, production and manufacturing end of the embodiment of the core side. The former is soft power and the latter is hard power.
On August 28, financial writer Wu Xiaobo and more than 300 business owners walked into Musi Factory, visited the intelligent testing ground of bedding industry in China, and revealed the "healthy sleep password" of Musi. This is not the first time. As early as last April, Chen Weihong, a famous voice of CCTV, and CCTV's "Gigacfactory" walked into Musi, and visited the industrial 4.0 digital sleep industry basis Liang Weidong, former Party secretary of Dongguan, also made a Call for Mousi on CCTV's Dialogue program.
The outside world has remembered the core side of Musi. As a bedding enterprise and an integrator of global healthy sleep resources, Musi has made integration and innovation in R&D, design, application of new materials and new technologies, as well as well-known designers, to jointly create ergonomic healthy sleep products. Different from the sameness of traditional mattresses, smart mattresses are more suitable for people Body demand product development and design, for users to bring a new sleep experience.Tailor-made mattress cannot be separated from the support of intelligent production line and information system, and the front and back ends should form a whole. In cooperation with world-class enterprises such as Siemens, Schulle, ABB, IBM and Leupai Group, Musi has introduced the world's advanced intelligent equipment and industrial process, and built the intelligent manufacturing production line of soft bedding company in accordance with the idea of intelligent manufacturing. At present, it has built two industrial bases for healthy sleep in South China and East China, and promoted the enterprise by strengthening the advantages of intelligent production Competitiveness.
There is still a lot of room for growth in the sleep industry. The simple appeal of "a good night's sleep" at the consumer end has gradually formed a "new economy" at the industrial end, which is a steadily growing industry both at home and abroad. The Chinese market has the greatest potential and the fastest growth rate. According to the data of CSIL, compared with the mattress penetration rate of 85% in developed countries, the mattress industry penetration rate of China is only 60%, which still has a large room for improvement. In 2020, the mattress industry consumption scale of China is $8.54 billion, accounting for 45.43% of the consumption scale of upholstered furniture. In the past ten years, the average annual compound growth rate of domestic mattress categories reaches 6.15%.
Not only the mattress market, but also the incremental opportunities for many new products centered on the core pain point of consumers' sleep, such as pillows and bedding, and even the sleep aid and health products such as spray, aromatherapy, lamps, noise cancelling headphones and massager have gained more search attention on major e-commerce platforms. Therefore, there is still room for imagination in this niche professional market.
Recently, from the annual reports of the major listed companies, the performance of household enterprises began to be under pressure due to the influence of multiple factors, which also forced us to rethink the future development logic of enterprises. Over the past two decades, it is possible to survive on dividends very well, the past horse racing enclosure defined as the first curve, but the future will definitely not repeat the same script.
The value mining based on the big sleep industry and sleep scene has just begun. When the industry comes to the real fight for strength, brand and culture, the requirements for enterprises are more comprehensive. Enterprises must build an overall strategy based on "talent - product - informatization - channel - innovation - culture", and keep up with all aspects of capabilities, no matter it is bedding enterprises It is still the industry in which everyone lives. The dual-dimension competition of hard and soft strength has become the two necessary cards. Musi has found the blue Sea territory in the Red Sea mattress market, and has kept a certain competitive advantage by focusing on the research and development of intelligent products and the concept of healthy sleep.
From the perspective of household industry, innovation and upgrading is a proposition that must be solved. Constraints on traditional factors such as labor, capital and land are becoming tighter, traditional comparative advantages are becoming weaker, and new factors such as high-quality talents, technology and data will play more prominent roles. China's manufacturing industry is moving toward intelligent upgrading, moving from "manufacturing hero" to "brand era", and upgrading to the upper reaches of the value chain along the trend, which is an inevitable choice for the transformation of all industries.Today, we see the integration of traditional home industry and new technology, new ideas, including mattress products are upgrading towards technology, increasing the added value of products, creating high-end brands, and making new breakthroughs in quality, which has become the direction of the enterprise focus on betting, the traditional background color of the industry is fading, which also invisibly pull up the competitive water level To transform the industry with technology will become the infrastructure of the industry.
At the same time, in the industry of more and more internal business environment, the part of soft power may be able to help enterprises form differentiated competition, how to pass the health concept to create a link with consumers, and really form a label cognition in the mind of consumers, is a major premise for enterprises not to fall into the red Sea competition. Over the past 18 years, Musi has occupied the commanding heights of healthy sleep through the product view, service view and culture view. Returning to the 818 sleep culture journey, its greatest significance is that in every step of industrial development, product iteration and upgrading and innovation are on the one hand, and they complement each other is the transmission of brand management philosophy and culture.
